JERGENS

YOU'RE MORE THAN JUST A PRETTY FACE

THE SITUATION

Known as your grandmother’s brand or the free lotion at the gym, Jergens needed a serious refresh. The category had become stale and Jergens was not cutting through the clutter. The challenge was to drive reconsideration of the brand. 

THE TRUTH

We carefully mined through data to find one compelling consumer truth: women tend to spend all of their “beauty” time on their hair and face, but mostly ignore the other 90% of their bodies. 

THE STRATEGY

Tasked with creating Jergens’ first masterbrand campaign in 130 years of business, we looked closely at the competition and our fundamental points of difference in the category. Jergens had a unique position in the marketplace – its products provided visible beauty benefits in a category that was largely problem/solution focused. Our strategy? Get her to realize that beauty doesn’t have to begin and end with her face.

THE CREATIVE

This strategic thinking led to our big idea: “You’re More Than Just A Pretty Face.” Now, we needed to capture consumer’s attention in a way that sparked conversation and reconsideration. 

We knew that the rest of the body category spoke to the consumer in a similar “commercial” way. They touted the same benefits in varying combinations. We also recognized that the category lacked wit, personality, honesty and humor. So we made an unexpected choice for a spokesperson, comedic actress Leslie Mann. Leslie brings a modern approach to the dried-out category by playing the almost-too-honest friend, reminding women to show their southern hemispheres some love. 

THE RESULTS

Jergens’ first holistic, masterbrand campaign proved to be engaging, differentiating and breakthrough – driving growth in consideration and purchase intent for all variants (some at a two year high!) over the course of two years. And just like that, equity measures showed that Jergens went from "my grandma's lotion" to "the brand for me."